DC Reveals the New 52

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DC answers a variety of questions regarding the upcoming relaunch.

By Jesse Schedeen

News of DC's massive, post-Flashpoint relaunch first surfaced several weeks ago, but readers are still talking about the move. Many basic details about the relaunch remain a mystery. How heavily is existing continuity affected? Why the costume changes? How exactly do digital comics fit into DC's overall marketing strategy?

Timely delivery of our books - top titles, week in and week out - is paramount to this new publishing initiative.

As partners, our goal is to provide brick-and-mortar retailers with world-class product (books with innovative stories and artwork that feature iconic characters) and world-class service (unrivaled marketing support, the industry's only co-op program, personal account service, etc.), and that is what we're going to continue to do.

48 of the 52 titles in September are $2.99, the standard price for a 20 story-page art & editorial book, showing our unrivaled commitment to making comics affordable for new and existing readers alike.

DC Entertainment is diversifying its distribution platform by being the first major publisher to launch same-day digital - making periodical titles available digitally the same day as print, at the same price, beginning August 31st.

In addition to these messages, DC answered a number of specific questions. While we've known this relaunch won't completely eliminate DC's existing continuity, it seems only certain stories and elements will remain. "This is a new beginning which builds off the best of the past. For the stories launching as new #1s in September, we have carefully hand-selected the most powerful and pertinent moments in these characters' lives and stories to remain in the mythology and lore. And then we've asked the best creators in the industry to modernize, update and enhance the books with new and exciting tales. The result is that we retained the good stuff, and then make it better."

Barbara Gordon is a character of particular concern to many readers, and DC had this to say about her return as Batgirl - "The Killing Joke still happened and she was Oracle. Now she will go through physical rehabilitation and become a more seasoned and nuanced character because she had these incredible and diverse experiences."

DC also reiterated that just because certain teams and characters are absent from the relaunch doesn't mean they won't appear down the road. "We are kicking things off with our best and brightest characters and what makes them so compelling and great. Simply because you don't see a personal favorite in the September launches doesn't mean your favorites are gone. This is just the beginning."

In terms of sales, DC will make 41 of the 52 new series 100% returnable, though they didn't specify which books would be left out of this offer. They also promised "deep discounting" on a handful of books deemed to be potential "breakout" titles. These books include Batwoman #1, Green Lantern: The New Guardians #1, Stormwatch #1, Swamp Thing #1, Teen Titans #1, and Wonder Woman #1.

The Q&A segment shed a bit more light on DC's ambitious marketing strategy. "Since we are seeking a multi-tiered, multi-faceted audience, we will be using a variety of marketing channels to spread our message. We have already seen the enormous publicity response to The New 52 and how that has driven consumer awareness; we anticipate that will continue through launch. On the advertising side, we will be using a mixture of television advertising (both targeted network placement and co-op), Facebook advertising and targeted Search Engine Buys to seek out specific stripes of consumers. Hugely important as well are our on-line efforts, as we use the growing strength of social networking to build a new fan base for our books. Each of these platforms allows us to focus on consumers with specific pop culture and reading preferences."

Finally, regarding digital comics, DC said, "For decades, the industry has bemoaned the fact we are not striving to bring in new readers. We feel day and date will bring the level of online chatter and excitement about storylines and books to new highs and having same-day digital titles will allow every kind of fan to participate in that excitement. In the end, more readers of comics whether in print or digital benefits the entire industry."

The publisher indicated that digital releases will go live at 2 pm EST/11 am PST on Wednesdays beginning with the release of Justice League #1 on August 31st. In the case that books are delayed because of holidays or inclement weather, digital releases will be postponed accordingly. Finally, DC indicated that Justice League will be the only series to feature the $4.99 print/digital combo pack initially, but that other books may follow suit down the road.

Stay tuned to IGN Comics for more news on these big developments. With SDCC looming, more news and revelations are sure to follow.